Postcards have huge potential when it comes to marketing. But there are four things every postcard should have if its sender wants a successful campaign.
At PSI we do a lot of postcard design, production and distribution. Over time, I've learned what postcards will be the ones that prompt a call to me from the client saying "These postcards are great! Definitely worth the investment."
So what should a postcard have if you want to be able to consider it a success?
A Clear Goal
Sending out a postcard without a specific purpose is almost instantly setting the campaign up for failure. How would you even know it was a success without a goal in mind to start?
With postcards the specific goals can be broken down into four general categories:
- Sales The purpose here is to generate direct revenue. Prompt your target customer to make a reservation or an order or schedule an appointment
- Lead generation You can try to get the recipient to schedule an appointment or to make a visit into a store
- Branding Branding campaigns are a great way to create trust for new businesses or industries that involve big-ticket purchases like air-conditioning and heating or copy machines
- Customer retention Keep the customers you already have happy with exclusive offers, information about loyalty programs or newsletters
Pick one of the four and focus your postcard message on helping you achieve that goal.
A Call to Action
Your call to action will be dependent upon your goal and will be one of the main drivers in making sure you get results. Think carefully about your target market.
What next step do you want them to take? What's going to move them to take that step? Make it clear and spell it out for them in a call to action.
An eye-catching image
Some clients design their own postcards, but when we're asked to handle the design portion we always make sure there's a solid picture or graphic included. Why? Because above everything, a picture can pull in a potential customer and get them to read the postcard.
Don't underestimate the power of the picture in your postcard. Look at the design from a distance - does it catch your eye and pull you in? If not, you may want to choose another image.
Mailing List Quality
You've taken the time to make sure your message is targeted to a specific target market - you should make sure your mailing list is going to people in that group. Otherwise you could be wasting money.
You can generate a mailing list from your past or current customers, people who have expressed interest in your business or you can rent a mailing list. These lists can be broken down in so many ways - zip code, age, likes and dislikes and more. No matter what your market is, there's a list for it.
Remember, when it comes to postcards less is more. Catch their attention and move them to what action you'd like them to take.
Have questions about how to get results from your postcard? Give me a call - I'm always happy to help!
- Denise Hayes